Elizabeth Arden focuses on Southeast Asia expansion

By Michelle Yeomans

- Last updated on GMT

Elizabeth Arden focuses on Southeast Asia expansion

Related tags Chief executive officer Cosmetics Hong kong

The global cosmetics player has appointed a new president, JuE Wong, effective August 3th, and has also signed an agreement with prestige beauty distributor Luxasia Ventures as it sets its sights on Southeast Asia expansion.

A seasoned professional in the beauty industry, Ms. Wong was previously Chief Executive Officer of StriVectin and Astral Brands and also held several leadership positions for brands including N.V. Perricone M.D. Cosmeceuticals and Murad.


Wong brings an expertise in commercial and marketing experience, building strong digital platforms, international expertise in developing new markets, particularly in Asia; opening new distribution channels, and leveraging strong retail relationships around the world.

With extensive experience, as well as a proven track record in growing brands internationally, JuE’s dynamic leadership skills will leverage our existing capabilities and be a strong complement to our current organization,"​ E. Scott Beattie, Elizabeth Arden chairman said in a recent statement.

Entering the next phase

In fact, the company regards this appointment as intricate to accelerating the brand's growth internationally.

"As the flagship brand enters the next phase of its multi-year re-positioning, it will leverage Ms. Wong’s experience to attract new consumers, grow market share and enhance brand equity."

The re-positioning efforts will be supported by a robust pipeline of product innovation, increased digital capabilities, and multi-channel international expansion.

"Given the capabilities of the individuals with whom I have met, coupled with my prior commercial experience, I am confident that we will globally grow this business to its rightful place as a top 10 global beauty brand. I am thrilled to have the opportunity to join the Elizabeth Arden team​,” Wong adds.

Meanwhile, the company's partnership for Southeast Asia with Luxasia, a prestige beauty distributor with specific expertise in Asia is expected to commence operations in the first fiscal quarter of fiscal 2016.

Eric Lauzat, President, International, commented; “The joint venture between Elizabeth Arden and Luxasia in Southeast Asia and Hong Kong is an important step towards the reorganization and a faster development of our brands in this strategic part of the world."

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